Executive Leadership



CEO & Founder
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    For the past two decades, Calum has dedicated his professional life to starting and growing innovative software and e-commerce startups. After being entrenched in the world of data analytics for years and seeing firsthand how data can transform an industry, Calum founded TVSquared in 2012 to bring state-of-the-art analytical capabilities to TV advertising.

    Calum is recognized for building outstanding global teams; in fact, many of his employees have been with him for more than 10 years. He thrives on taking a company from idea to exit and is regularly tapped by journalists, analysts and event organizers to discuss his unique management strategies and his fervent belief that data-driven decisions need to be at the cornerstone of every business.

    Before TVSquared, Calum was the CEO of Sumerian, a provider of big data analytics for retail and investment banks. He was also the co-founder and CTO of Orbital Software, which was listed on the London Stock Exchange and merged with Sopheon PLC in 2001.

    Outside of work, Calum is an avid outdoorsman, who can frequently be found all over the world kite surfing, snowboarding and sailing.



Chief Revenue Officer & EVP
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    A creative and passionate global leader, Jo Kinsella runs sales, marketing and strategic partnerships for TVSquared. Jo works to bring transparency, TV analytics and proof of performance to clients and, as a founding team member, has scaled thousands of advertisers, agencies and networks to leverage the real-time insights from the TVSquared ADvantage platform. 

    Jo is a 20-year software veteran with a proven track record of increasing revenue for her clients, and bringing to market innovative products and services across the Fintech, Adtech and Martech industries. 

    Prior to TVSquared, Jo held various executive positions to help companies achieve their full potential, always putting the client first and building products that support industry needs and drive maximum shareholder value. 

    Jo builds teams of extraordinary talent, champions diversity and is recognized as a thought leader and voice of the industry. 

    A UK expat, when Jo is not working, she is mom to her nine-year old daughter and training for her next triathlon (she completed the IronMan in 2014!).



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    Blair is a seasoned data scientist and visualization guru with a background in Artificial Intelligence. He has spent the past 13 years helping global companies improve decision-making and product development through the application of analytics. As TVSquared’s CTO, Blair is an expert in a range of statistical techniques such as data modeling, signal processing and machine learning, which he and his team deploy to continually improve the company’s technology platform.

    Throughout his career, Blair has focused on presenting complex technical concepts in an easy-to-consume, business-friendly way and has a reputation for designing analytic products that are highly visual and intuitive.

    Previous engagements have included time as principal analyst at Sumerian, where he led analytic engagements with dozens of the world’s largest companies. Blair has also acted as a private consultant for a wide-variety of data-driven companies in financial services, utilities and hi-tech, and as a financial technology consultant with Accenture Plc.



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    A recognized thought leader in data analytics and modeling, Hew leads TVSquared’s technology development and roadmap. Hew has spent the majority of his career finding new and innovative ways of making data analytics transformative for businesses that span industries.

    As principal analyst and head of IT analytics at Sumerian, a provider of big data analytics for retail and investment banks, Hew was responsible for optimization modeling and analysis for big-name financial clients across the globe. He was also the CTO and head of IT analytics for Registers of Scotland, a department within the Scottish government that maintains records related to land, property and other legal documents.

    Outside of work, Hew’s household is busy with three teenage boys with interests as diverse as climbing, rugby, tennis, archery, Chinese and five musical instruments between them.


Mike Mason

Chief Commercial Officer
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    Mike has worked in the technology and media industries for more than 20 years, ensuring that brilliant ideas and innovative solutions realize their full commercial potential.

    Experienced in planning the route required to move startups to large, multinational organizations, Mike understands the operational and sales challenges that come from rapidly scaling an organization. This is a journey he relishes and has successfully completed several times.

    As COO of Digitas LBi, he developed a great understanding of the agency landscape, and the sectors need to work with partners who can help an agency create value for their clients and drive an ever-improving ROI.

    In his spare time, you’ll most likely find Mike on a bike – of one sort or another – trying, desperately, to keep up with his kids.


Tom Duke

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    For two decades, Tom has worked with fast-growing companies to design and develop products that meet and exceed the needs of rapidly evolving industries.

    As CIO, Tom leads TVSquared’s technical strategy and roadmap. He manages an EMEA and U.S.-based team to ensure the TVSquared vision becomes a reality – building the most innovative products for measuring and optimizing TV.

    Prior to TVSquared, Tom was the operations director at Brandwatch and CTO at iBAHN, where he managed a global team to provide market-leading network and video products to the hospitality industry. He has also held senior-level positions at Memex, Orbital Software and Vision Consulting.

    Outside of work, Tom is an avid rower and recently won two gold medals at the 2016 Henley Masters Regatta.


Holly McComb

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    Holly is an accountant by trade, but not by nature. As TVSquared’s CFO and Board member, she brings a clear head, strong drive and wicked sense of humor. Holly manages the company’s finances, as well as operational, HR and legal initiatives to support its rapid growth.

    Prior to TVSquared, Holly was CFO of an AIM-listed technology plc, expanding the business into multiple geographies and facilitating its growth from an entrepreneurial, small business to a maturing group. She has also been financial controller at a growing wealth management company, where she completed a successful business sale; and qualified with EY, working in its London and Sydney offices before moving to Edinburgh.

    Outside of work, Holly has two young sons, a dog, a passion for travel and craves a quiet hour on a yoga mat whenever possible.

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